泉州市高级技工学校营销策略研究

发布时间：2018-04-25 23:33

本文选题：技工学校 + 市场营销　；参考：《华侨大学》2015年硕士论文

【摘要】：近十多年来,由于国内高等院校不断扩大招生、民办院校和各种教育机构不断兴办和适龄人口逐年下降,中等职业技术学校之间的竞争越来越激烈。很多学校面临严峻的考验,从当初的发展鼎盛到现在逐步走下坡路,甚至有些学校被合并或者停止办学等。然而,随着经济的发展,社会对技术工人的需求量仍然很大,蕴涵着巨大的市场。职业学校要想在竞争中生存下去,必须改变办学理念和思维,紧密跟随着市场经济脚步,引入教育营销理念,在认真分析内外部环境的基础上,准确定位出学校的办学理念和发展目标,根据学校自身发展制定出相应的营销策略。本文以市场营销为理论基础,以泉州市高级技工学校为研究对象,系统分析泉州市高级技工学校的营销环境,对当前的招生、就业、服务和关系等营销活动中所存在的问题进行归纳阐述,最终为学校打造成为有自身特色的中等职业学校提出营销策略。首先,介绍该研究的背景、意义、方法及论文的创新之处,以市场营销和服务营销理论作为指导,了解和分析国内外学校营销理论和实践的发展;其次分析学校所处的内外部环境,调查学校的顾客满意度,为学校营销策略制定提供依据;然后,运用市场营销理论,制定出泉州市高级技工学校关于品牌、服务、目标市场和关系等营销策略;最后,根据泉州市高级技工学校实际情况,提出营销策略的实施方案。
[Abstract]:In the past ten years, due to the continuous expansion of enrollment in domestic institutions of higher learning, private colleges and various educational institutions have been set up and the population of appropriate age has decreased year by year, and the competition between secondary vocational and technical schools is becoming more and more fierce. Many schools face a severe test, from the peak of development to the gradual decline, and even some schools have been merged or stopped running schools. However, with the development of economy, the demand for skilled workers is still very large and contains a huge market. If vocational schools want to survive in the competition, they must change their ideas and thinking, follow the market economy closely, introduce educational marketing ideas, and analyze the internal and external environment seriously. The school's idea and development goal are accurately positioned, and the corresponding marketing strategy is worked out according to the school's own development. Based on the theory of marketing and taking Quanzhou Senior Technical School as the research object, this paper systematically analyzes the marketing environment of Quanzhou Senior Technical School, and analyzes the current enrollment and employment of Quanzhou Senior Technical School. The problems existing in the marketing activities such as service and relationship are summarized and explained. Finally, the marketing strategy is put forward for the school to become a secondary vocational school with its own characteristics. Firstly, it introduces the background, significance, method and innovation of the research, and analyzes the development of school marketing theory and practice at home and abroad under the guidance of marketing and service marketing theory. Secondly, it analyzes the internal and external environment of the school, investigates the school's customer satisfaction, and provides the basis for the school's marketing strategy. Then, using the marketing theory, it formulates the Quanzhou senior technical school about brand, service. Finally, according to the actual situation of Quanzhou Senior Technical School, the implementation scheme of marketing strategy is put forward.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G718.1

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